Hi, I'm Atena

I turn customer insight into better product decisions and drive meaningful business change through customer-centric thinking.

Designer

about Me

Turning customer insight into direction

With a background in service design and technology, I help organizations become genuinely customer-centric, not just in what they say, but in how they think, plan, prioritize and make decisions.

My work focuses on aligning strategy, roadmaps, and ways of working around real customer needs, especially in complex, product- and sales-driven environments where customer signals often get lost. I’m interested in how organizations translate customer understanding into strategic and operational choices, and why this often proves difficult in practice. In many contexts, customer insights exist, but fail to meaningfully influence direction, priorities, or ways of working.

I partner with cross-functional teams to structure ambiguity, align perspectives, and design decision-making practices that connect insight to action, bringing clarity to messy systems and ensuring customer understanding meaningfully shapes direction.

9+

Years of Experience

20+

Projects Completed

Check Skills

My core Skills

Translating customer insight

Translating customer insight into decisions

Turn qualitative and quantitative research into clear priorities

Define problems, opportunities, and product bets

Connect customer signals directly to roadmap and backlog decisions

Prioritization & product strategy

Prioritization & product strategy

Lead roadmap and backlog prioritization

Design decision frameworks (e.g., desirability / feasibility / viability)

Guide teams toward high-impact investments

Journey & system thinking

Journey & system thinking

Manage end-to-end customer, partner, and employee experiences

Identify systemic gaps across touchpoints and teams

Embed customer perspective into governance and planning

Cross-functional product leadership

Cross-functional product leadership

Align product, engineering, and business stakeholders

Structure ambiguity and drive evidence-based decisions

Enable collaboration across competing goals and constraints


Case Study

My Case studies

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Latest Blog

My Latest Blog

  • 2 November, 2024
  • By Atena

From Internal Pain Point to Customer Value: Rethinking How We Define Value Propositions

Designing Change: What It Really Takes to Shift Ways of Working

Making Experience Measurable: How to Evaluate Experience-Focused Journey Maps


Testimonials

What My Colleagues say

“Atena has acted as the key bridge between service design and product management. She proposed, defined, and rolled out opportunity value index across all our software development practices as a way to bridge understanding gaps between product, design, and technology, as well as to provide a structured framework for all stakeholders to evaluate and understand new roadmap ideas.”

Fennel Aurora

“Throughout our collaboration, Atena has consistently demonstrated a rare combination of strategic thinking and practical execution. Together, we have tackled complex challenges ranging from design discussions and implementation planning to the development of AI-integrated tools. Her ability to navigate these diverse areas while maintaining a clear focus on user needs and organizational goals has been impressive.”

Enrique Parre

“As she moved into Service Design, Atena's impact became even more strategic. She is a designer who doesn't work with assumptions; instead, she seeks clarity by looking at the broader service ecosystem. A great example of her logical approach was her work on opportunity value index derivation. This framework simplified our decision-making process and provide a clear, data-driven path for our product initiatives.”

Dayananda Aswathaiah

Contact me

  • atena.larni@gmail.com